ArbitronArbitron today released preliminary findings from RADAR® 95. Below are some of the key demographic findings from the new RADAR results that radio advertisers look for when placing their ad buys.

Key findings are as follows:

Radio Has Strength and Stability

• Radio reaches 233 million listeners over the course of the week according to the RADAR 95 December 2007 Radio Listening Estimates. This number has increased from estimates one year ago from RADAR 91 estimates. The 7,200+ RADAR Network Affiliated stations reach 82 percent of all people aged 12 and over.

• RADAR Network affiliates have consistent delivery with reaching the key young and adult demographics that advertisers target; they reach 84 percent of adults 18-34 and 84 percent of adults 25-54. They also reach 84 percent of Adults 18-49.

Radio Has Universal Appeal

• The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.

• Ninety-four percent of Black Non-Hispanic persons and 95 percent of Hispanic persons, age 12 and older tune into radio over the course of a week.

• Radio reaches 95 percent of Black Non-Hispanics and 96 percent of Hispanics age 25-54 over the course of a week.

Radio Reaches the Educated and Affluent

• Radio reaches 94 percent of college grads age 18+. Ninety-six percent of adults 18-49 with a college degree and an annual income of $75,000 or more tune into radio over the course of a week.


RADAR (Radio’s All Dimension Audience Research) is a national radio ratings service that measures audiences to radio commercials aired on 56 radio networks operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Jones MediaAmerica, Inc., Premiere Radio Networks, and Westwood One Radio Networks.

Source: Arbitron Inc.


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